In 2018, Thayer Scale, a leader in continuous weighing and feeding of bulk materials, contracted b.brand agency to lead the strategy and execution of the company’s Marketing program to shift from a traditional orientation to an emphasis in Digital Marketing. The company, now in its seventieth year of business, needed a fresh approach to its communications which did not reflect its high-quality products and services. The website was out-of-date and required a redesign to make it a robust marketing platform.

To boost its appeal and modernize the Thayer Scale brand, we refreshed the company’s logo and brand guidelines. Today, the new branding is reflected across the business’ communications channels, both traditional and digital. We established a Social Media presence for the business and actively manage campaigns on various channels. The company’s profiles have positive performance metrics, with substantial engagement. We are using them to increase industry visibility and brand awareness as well as drive web traffic.

Thayer Scale participates in diverse market segments, making it difficult for Sales to articulate the value of its products for specific applications. The requirements and challenges of each market are unique, so as a Marketing priority, we developed segment-driven Messaging. We sharpened the company’s positioning and developed Market segment value propositions to effectively promote its product and service capability, quality, performance and value-add for the three major segments including Food, Energy & Building Products, and Chemical & Industrial.

We support the Thayer Scale Marketing Council in events and promotions. The company maintains a print-based advertising program in select media to communicate with its more traditional customer base, but the strategic focus is on the Digital Marketing program. We designed a new exhibition stand for industry events, including SnaxPo and PetFood Forum. Today we are leading the 70th-anniversary campaign for the company to celebrate this historic accomplishment. Activities include Social Media, a web timeline, advertising, eMail campaigns, and an article in Powder Bulk and Engineering magazine, to promote critical milestones including patents, awards, and commercial successes.